The Sales Process: Working with Customer Responses
Tim Rohrer | May 19th, 2009 - 11:50 pmSellers are trained to overcome objections. As a result, they don’t listen carefully to what is being said to them by a prospect and they assume that everything said is an objection. My observation is that prospects make comments that can be classified into the following four categories:
1) Statements
2) Concerns
3) Blow offs and
4) Objections
A statement is a comment by a prospect that is spoken directly to the seller. A statement does not necessarily describe a reason the prospect won’t buy from you. Normally, a statement is made by the prospect in the hope that the seller will directly address the statement as if it were an objection. For example:
Seller: . . . and that is our proposal.
Prospect: You aren’t the lowest bidder.
Most sellers will immediately assume that this is a price objection, but it is not. Take a look and see that the prospect has said nothing to indicate that price is the most important criterion. Furthermore, the prospect hasn’t indicated that your price will prevent them from buying. The seller must not treat this as an objection to be “overcome” but as a conversation starter about value, comparing proposals with other vendors, etc. The best move is to ask a clarifying question to determine if the statement will lead to an objection. For example:
Seller: You say that I am not the lowest bidder. Let me ask you, is price the most important consideration?
Prospect: I wouldn’t say it’s the most important but it is definitely important.
Seller: I understand. This is a big purchase and you should feel that you received the best possible value. Let’s review my proposal so that I can properly explain how we got to the price.
At the end of the re-examination of the proposal, the seller tries again to finalize the deal and this happens:
Seller: It’s just too much money. We can’t do it at that price.
That is an objection! The point of asking a clarifying question about a statement is to uncover the objections that might be lurking in the shadows. Of course, the prospect may not have gone this way after the proposal was re-evaluated. The prospect may have just gone ahead and signed the agreement.
Seller: Thanks for explaining your proposal again. I feel a lot more comfortable about how you got to the price. Let’s go ahead.
The next type of comment is the concern. This may be the most confusing comment made by a prospect because it isn’t directed to the seller and it is incumbent upon the seller to say nothing at all about a concern until such time as the prospect addresses the seller with a statement or an objection. How can you tell the difference between a concern and a statement? The concern is an “I” comment made by the prospect (while the statement is a “you” comment as shown above). The comment is often accompanied by a lack of eye contact and a lowered voice. For example:
Seller: . . . and that is our proposal.
Prospect: (looks up at the ceiling. Puts both hands to his face) I just don’t know how we are going to be able to afford that.
Again, this is not an objection because the prospect has not given the seller a reason why he won’t be buying. The comment isn’t directed to the seller so it isn’t a statement and the correct response from the seller is to do nothing. Imagine the prospect is trying to solve a puzzle in their head and they’re just talking out loud. Don’t interrupt! Let them work it out for themselves. Many times, the prospect will not be able to work out the puzzle in their head and they will look directly at you as if it is up to you to solve the problem. This is how you handle it:
Seller: How can I help?
Sellers who are overly eager to come up with a solution to a concern are doing so because they think they’ve been presented with an objection. The tendency is to negotiate the price or the terms or to shave elements of the proposal to make it more affordable. Big mistake! Wait until they look at you and ask how you can help and you might be surprised at what happens:
Prospect: The only way we could do this deal is if you have financing. Do you?
Seller: If we can get you approved for financing, would you like to go ahead with this proposal?
Prospect: Yes.
How much money did you just save? That’s not hard to figure out. Take a look at your company’s statistics and determine the difference between your average gross margin (or your average sale) and the #1 rep’s average. That’s the amount you just saved and you can do it every single time if you stop solving the customer’s concerns and wait until they’ve presented an objection.
The final type of comment that isn’t an objection is the blow off. Of all comments that a prospect can make, the blow off is the most challenging to deal with. This is true because the blow off gives you nothing to leverage, nothing to answer, nothing to present. Unfortunately, because the blow off is so toxic, most sellers just let prospects get away with it:
Seller: . . .and that is our proposal.
Prospect: Okay. Thank you so much for coming by today. I need to review what you have told me with (another decision maker) and then we’ll get back to you.
Seller: Um. Okay. When do you think that you’ll be getting back to me?
Prospect: Sometime in the next couple of days. We’re definitely not going to be dragging this out.
Seller: Okay. Here is my card with all of my contact information. I look forward to hearing from you.
How often does the seller hear from a prospect that has blown him off in this way? Very rarely. The seller will follow up after not hearing and learn that the prospect went with another solution. As difficult as it is, the key to handling a blow off is to probe for the unspoken objection.
Seller: Okay, you are going to review all of this information with (another decision maker). My experience has shown that because my proposal is so technical it is difficult to explain all of my recommendations. Would it be possible to get (the other decision maker) on the phone to review the proposal? I can answer all of the questions that arise right away and give both (all of you) the opportunity to make an informed decision today.
Prospect: Oh, I’m afraid that (other decision makers) are not available via phone right now.
Seller: Would it be okay to set up another meeting when all of you are present? I would hate for you to have to make my presentation for me!
This gambit may not work but it sure beats walking out the door without any understanding of the prospect’s objections. Assuming that the prospect will not agree to a meeting, I would give strong consideration to taking my proposal with me (and not leaving a copy behind). This is a bold move that must be judged by each seller according to his own gut. Are you more likely to get the audience you desire by insisting on being the one to make the presentation or will you annoy the prospect and not get invited back? Experience must be your guide.
Another option for handling the blow off is to suggest that the prospect has an objection that they aren’t telling you.
Seller: I appreciate that you need to speak with (the other decision makers). This is an expensive proposition and I want you to be comfortable making the decision to approve my proposal. Many times, despite my best efforts at answering all the questions a prospect might have, the prospect has a concern that they just don’t want to bring up. Let me ask you: Is that the case with you today?
For some sellers, this is a tough path to go down. No doubt, it takes a lot of courage and the way you use your words is critical to setting a tone that keeps the prospect comfortable and engaged. But, let me encourage you to work hard on gathering the courage to stay in front of a prospect that is attempting to blow you off. Your time and effort in putting together a proposal is valuable and it is fair for you to know if you are still in consideration. No need to be rude and you’ll certainly not want to become belligerent but hang in there and see if you can uncover an actual objection before you walk out the door without any understanding of how you can win the sale.
Assuming you have deftly handled statements, concerns and blow offs, the prospect might actually give you reasons why they aren’t going to buy from you. Thank goodness! Objections are your friends. Meanwhile, remember that not everything said to you during the sales process is an objection. Try to classify each comment and deal with them accordingly.
Popularity: 9% [?]
Related posts: